Yahoo's Honda-Community integration campaign shows brand lift

DetailsMichelle Clancy | 29 July 2015

Research measuring the impact of Honda's integration into the sixth season of the series Community on Yahoo shows that the brand successfully increased awareness of its vehicles among consumers with the campaign.

According to internal Yahoo statistics, brand favourability increased by four times among those who watched the seventh episode, which had the most significant branded integration. Brand recall was 95% for the Honda CR-V, and 88% for the Honda Fit. And, 50% said they were more likely to buy a Honda product after watching an episode featuring the brand.

"Working with Yahoo, Community presented the perfect opportunity for Honda to connect with and inspire our audience across screens," said Tom Peyton, assistant vice president of marketing at American Honda. "The results of this programme are a real testament to the power of online video and the ability to reach key audiences in new ways that resonate with our passionate customers."

Additionally, a biometric study, which analysed emotional and cognitive resonance, looked at how Millennials responded to the Honda sponsorship. The study compared reactions among viewers who watched episode seven with Honda-branded content and video ads, to an audience who watched a different episode without brand integration but with the same Honda video ads.

The study found that when viewers watched a Honda online video ad alongside the episode with Honda's branded content, there was a 49% lift in emotional engagement. The Honda integration also drove a 164% lift in unaided brand recall among viewers. And, there was a 61% lift in purchase intent among Millennials who watched the integration episode.

"More than 50% of Community viewers are new to Yahoo and they're engaging with more content throughout the Yahoo network than average new users," said Lisa Utzschneider, chief revenue officer at Yahoo. "As more audiences head online to watch high-quality video content, Yahoo is helping brands connect with these viewers in a more effective way."